Sasol Rewards - From Taxi Ranks to Trending Tracks
Big Zulu's taxi-rank anthems, Just 6's viral harmonies, and a chorus of nano-influencers turned Sasol's loyalty program into a nationwide movement.
executive
summary
To turn Sasol Rewards into a cultural phenomenon, we orchestrated a multi-faceted campaign combining Big Zulu's taxi-rank anthems, Grammy-nominated Just 6's viral harmonies, and nano-influencer-driven activations to infuse humour, music, competition, and community engagement. By targeting hard-to-reach audiences and leveraging key seasonal peaks, we rapidly boosted awareness, drove viral social engagement, and earned industry recognition—all within the first year.
Client: Sasol launched Sasol Rewards in 2022 with a bold ambition to rapidly earn consumer trust and outshine established fuel retail loyalty programmes. Amid low awareness, high loyalty fatigue, and a crowded loyalty landscape, they needed to scale from zero, win over hard-to-reach audiences like taxi drivers and everyday motorists, and cut through festive clutter during seasonal peaks. Bluecloud AI was engaged to launch and elevate the programme into a national movement.
the
challenge
our
implementation
Ambassador Activation
We introduced Big Zulu as the Sasol Rewards brand Ambassador - rallying the taxi nation at forecourts, taxi ranks and online. His appearances drew massive crowds and lent instant street credibility to Sasol Rewards, particularly among minibus taxi drivers and rank marshals.
Viral Music Content
We partnered with Just 6, the Grammy-nominated vocal group, to drop a few witty campaign related a cappella bangers. The tracks dominated social media and sent #SasolRewards trending for over 24 hours.
Nano-Influencer Blitz
Mobilised over 40 nano-influencers - everyday drivers, content creators, car modders - to flood timelines with real-life #ThelaBabaMoments, TikToks and swipe challenges. These voices gave the campaign organic lift and personal credibility.
Gamified Engagement
Simplified campaign mechanics: Fuel up. Scan. Upload. From dream holidays to R1.5M in instant prizes fulfilled by our digital partners, each campaign (Easter, Year-End, Anniversary) gave South Africans a reason to not just swipe - but celebrate it.
the
results
Bluecloud AI helped turn Sasol Rewards into a cultural phenomenon. They engaged our customers everywhere - at taxi ranks, on social media, even in song - and transformed our loyalty program from a mere points card into a movement.
Frans Maluleke, Senior Manager - Consumer & Retail Marketing, Sasol
why it worked
Culture-first Strategy
Big Zulu, taxi slang, and satirical music made Sasol Rewards feel like it belonged to the people.
Authenticity at Scale
Nano-creators drove grassroots reach with real stories, real swipes, real impact.
Participation Mechanics
Simple challenges and swipe-to-win hooks turned forecourts into game zones.
Omnichannel Strategy
Each campaign synced on-air, on-ground and online. Every tweet, TikTok, and flashmob fed into one cohesive momentum machine.
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